Home

The Leader in Fertility Marketing

Turning bright ideas into effective marketing strategies & tactics

Exclusively for fertility providers

Facebook Twitter

Fertility Clinics • Surrogacy & Egg Donation Agencies • Fertility Authors • Patient Organizations • Pharmacies and Laboratories

Passionate about Family Building & Marketing

Testimonials

Terri has unique experience that was perfect for RESOLVE - she knows the infertility marketplace and can understand the providers and patients, and, she has

a long background in marketing and communications. ........

Barbara Collura, Executive Director,

RESOLVE:: The National Infertility Association

Terri has a strong creative style in her approach to marketing a product

or service with proven abilities to market her plan to a broad audience.

I've recommended Terri to others with total confidence.

Ronald Jones, Fomer COO, Boston IVF

Hi, I'm Terri Davidson, the fertility marketing maven. Just like you, I'm passionate about family building. I will use my seasoned infertility marketing skills to help you find patients and clients: the first step towards fulfilling your and your customers' dreams, goals and objectives.

> read more

Fertility Marketing Services

• Marketing plan development • Web site creation and SEO • Social media • Search engine marketing PPC advertising • Advertising • Writing and design • Media relations • Patient/alumni relations

> read more

About Us

Before you can help your patients fulfill their dreams, we need to help you find patients.

About the Fertility Marketing Maven

Ready to Help Your Clinic Achieve Its Marketing GoalsTerri Davidson has worked in fertility marketing since 1996, and led the winning marketing efforts at two of the country's most successful fertility providers. She knows the fertility marketplace from all perspectives, including those of patients/consumers, referring physicians, hospitals, support organizations like RESOLVE and the AFA, and pharmaceutical firms and other vendors. Because of her extensive experience in the fertility marketplace, she immediately can jump into any situation and start producing results.Fertility Clients• Marketing Director, Boston IVF, 2001-2003• Marketing Director, Fertility Center of New England, 1996-2001• Current and past clients: RESOLVE: The National Infertility Association; Abington Reproductive Medicine; Circle Surrogacy (MA); Cardone Reproductive Medicine & Infertility (MA); Embryo Donation International; Helen Adrienne, LCSW; Kristen Magnacca, Fertility Author/Coach.; East Coast Fertility (NY); GENESIS Fertility (NY); Reproductive Science Center (MA); Reproductive Science Institute (PA); Dr. Michael Summers, M.D., Ph.D.• 20 years of health care marketing experience• Board member and vice president, RESOLVE of the New England

Kristen Magnacca, Award-Winning

Author of Love and Infertility

Terri has an insider's knowledge about the infertility field because of her vast experience and unique insight from having worked at several

fertility clinics, as well as through her involvement with patient-focused organizations. Yet she also has the overall polished marketing communications skill set that I would seek for any other type of marketing or public relations project. She has been able to find me the right

vehicles to promote my books and consulting services.

Success Stories

RESOLVE
Kristen Magnacca
Cardone Reproductive Medicine
Boston IVF
Fertility Center of New England
East Coast Fertility
Genesis Fertility
Other Clinics

RESOLVE RESOLVE: Embryo Donation Patient SeminarsPromoting a Family Building Option Not Many Have Heard AboutTerri Davidson was hired by RESOLVE to promote attendance for embryo donation workshops held in six different media markets in 2008 and 2009 in conjunction with RESOLVE's regional conferences. After developing a general marketing communications plan, Davidson customized it to each local market and worked with national RESOLVE staff members and local volunteers to implement it. Using a variety of promotional techniques, Davidson was able to ensure optimal attendance at each seminar, exceeding expectations and helping to brand this little known family building option. She also was hired to manage pay-per-click advertising for online Webinars in 2010.Promotion Methods• Transit ads • Google, Yahoo, and Facebook ads • Banner ads on media web sites in local areas • Banner ads on Web MD and infertility web sites • Radio ads • Flyer distribution at local infertility clinics • Distribution of press releases, calendar announcements and public service announcements
300x250_dc_webmd_v2

Kristen Magnacca loveinfertilityfrontweb

Kristen Magnacca: Transforming an Author into an Award-Winning AuthorKristen Magnacca had written two books by the time Terri Davidson starting working with her. But Ms. Davidson took Magnacca's game to the next level and helped her become an award-winning infertility author with Ms. Magnacca's receipt of the inaugural Hope Award for Best Book, Coping, from RESOLVE: The National Infertility Association.Terri first assisted Ms. Magnacca to formulate a marketing plan and strategy focusing on helping infertility clinics strengthen patient/client relationships. Additionally, Ms. Davidson was able to secure a coveted speaking engagement for Kristen Magnacca at the 2009 Annual Meeting of the American Society of Reproductive Medicine, where she spoke to a crowd of over 200 attendees. Since then, Davidson has been able to book several national and international presentations for Magnacca from those who were wowed by her ASRM talk.Deliverables• Media relations: Articles in the Sandwich Broadcaster; Springfield Republican, the Cape Cod Times, Cape Cod Women Online,the Chicopee Register, momlogic.com, blog relationships with Fertility Authority and Fertility Ties• Radio interviews: Conceive OnAir; Dawn Davenport Creating a Family Program; Theresa Erickson, Esq., Blog Talk Radio; Jordan Rich of WBZ-Radio• Public relations: Media outreach during National Infertility Awareness Week, Valentines Day and the holiday season

Cardone Reproductive Medicine Cardone Reproductive Medicine & InfertilityDavidson Communications has worked with Cardone Reproductive Medicine and Infertility on several major projects, including the redesign and restructuring of its Web site: www.cardonerepromed.com.Additionally, Davidson has revised and enhanced its Google pay-per-click advertising, increasing clicks by 400%; created print and banner ads with the clinic's new branding; and has evaluated other marketing strategies and tactics. Most importantly, we have helped this boutique practice focus on its core constituencies and target markets.

globebabyweb

Boston IVF bivfbrochsm

Marketing America's Most Experienced Fertility ProviderCreating Successful Integrated Marketing Communications CampaignsWhile she was marketing director of Boston IVF, Terri Davidson led the nation's largest fertility clinic's winning marketing efforts. Davidson directed the work of freelance graphic designers, photographers, advertising agencies and radio production companies and produced an extensive body of results-oriented marketing materials. Additionally, she coordinated successful seminar planning, physician sales, customer relationship management, and media relations, including the release of a front-page Boston Globe story that became one of the nations leading press stories in 2001. She also spearheaded an integrated marketing campaign for the launch of a major satellite location, with 92% of new patients reporting they heard about the new location through consumer advertising.Marketing Activities• Marketing plan development • Brochure and newsletter creation • Print, radio and transit advertising • Patient satisfaction programs • Organization of patient seminars • Media relations

Fertility Center of New England Taking a Practice to New Heights of ExcellenceThe warmth of a private practice with the best that science has to offerTerri Davidson was marketing director for nearly five years at this private fertility clinic, and elevated its marketing to new levels of sophistication while helping it double in size. Davidson coordinated the advertising efforts of nearly 80 patient seminars; developed the Centers first Web site that won recognition as a site to see from Organon Pharmaceuticals because of its easy-to-navigate, patient-oriented focus; revamped its patient and physician brochures and newsletters via the collaboration of graphic designers and advertising agencies; andgarnered unprecedented levels of media interest. Additionally, she orchestrated the Fertility Centers annual baby reunion that attracted over 1000 attendants.Marketing Activities• Marketing plan • Seminar, conference and Baby Reunion organization• Web site development • Radio and printing advertising • Media relations• Patient satisfaction management • Alumni (former patients) relations• Physician liaison activities
fcnebrochure

East Coast Fertility Conceiving a New Era in Fertility CareTransitioning during a name change and rebranding2004 was a busy year for East Coast Fertility, formerly known as Kreiner IVF. Along with changing its name, East Coast Fertility opened a new IVF center and hired two reproductive endocrinologists. It retained Davidson Communications to promote these milestones. First, Davidson helped position East Coast Fertility with the tag line Conceiving A New Era In Fertility Care. Then, she created an array of collateral material including an announcement card, patient brochure, open house invitations, and print and cinema ads, all of which reinforced the clinic's new name, tag line, colors and message.Completed Projects• Marketing plan development • Announcement card • Clinic brochure • Newspaper ads • Event invitations • Movie theatre ads
ecfbroch

Genesis Fertility Helping a Clinic Carve its NicheFocusing on specialtiesDavidson Communications created two companion brochures; advertisements for egg donors and general image enhancement; and letterhead, envelopes, and business cards for this growing fertility clinic in Brooklyn, NY, that caters to the religious Jewish community in its surrounding neighborhood.Completed Projects• Brochure creation • Print ads • Development of business and appointment cards and letterhead
genesispgdlr

Other Clinics Reproductive Science Institute of PhiladelphiaHelping Announce RSI's MilestonesNew relationships and a new satellite officeThe Reproductive Science Center hired Davidson Communications to produce print and radio ads to announce clinic milestones such as the opening of a new offi ce, a partnership with a local hospital and the hiring of another reproductive endocrinologist.Completed Projects• Print ads • Media buys • Radio adsReproductive Science Center (MA)Davidson Communications assisted Reproductive Science Center to market patient seminars held throughout New England. We produced seminar flyers, as well as print and radio ads and a brochure describing the biographies and achievements of RSC physicians. Additionally, we organized a very successful open house to celebrate the opening of its new IVF facility.Completed Projects• Announcement, seminar and informational fl yers • Print and radio ads • Physician brochure• Organization of open house celebration
rsiad

Services

Marketing Plan Development

Outbound advertising

Need a big-picture thinker who will guide you in realizing your vision and developing a plan that will build brand awareness and help you find patients and strategic partners? A marketing plan is the roadmap to success. It should be the first step of your marketing program.
Plan-vision

Print, radio, outdoor, Web and television advertising reaching both the general public and targeted audiences. Services include conceptualization, design, copywriting and media buying and placement.
vintage-radios4_vflvy_5784

Web Creation and SEO

Search Engine Advertising

Does your Web site stand out in the Internet ocean? We will help you focus on the type of Web site that will meet your needs and budget and make clients say "Wow"! We offer development, project management, design and search engine optimization services.
A Google Adwords Certified Professional to help you design and monitor your pay-per-click campaigns on Google, Yahoo and Facebook. Gain the most for your money with these targeted advertising vehicles.
logo_qualified_ind_80

Fertilty Book Promotion

Media Relations

Press releases, media advisories, press kits, distribution and follow-up to both mainstream and infertility press, as well as Web site and social media sources.
Whether you are an experienced or burgeoning author, we can help you establish a presence with the public, the media and buying customers. Full media relations and other types of custom promotion packages are available.
books

Writing and Design

Social Media

Writing and graphic design for brochures, email and print newsletters, Web sites, press kits and other collateral material. Good writing and design never go out of style.
Learn how to use social media outlets like Facebook and Twitter to reach patients and professionals alike. We will develop and implement strategies and tactics so you'll be on top of and creating the buzz in the infertility world.
om02

Wisdom from the Maven

Tweet for Infertility
Rafflegate
Patient Seminars
80-20 Rule
To Baby or Not to Baby

Tweet for Infertility
twitter-logo-bird

Tweet for #Infertility on April 26Make #Infertility a Trending Topic on Twitter During National Infertility Awareness WeekMaybe you tweet everyday. Maybe you have a Twitter account that you use every now and then. Or maybe you still think tweeting is what happy birds do and can't figure out the hype from the reality. But wherever you are on the tweeting spectrum, employ the power of this much talked-about social media tool on Monday, April 26 to help promote awareness about infertility.How Can You Do This?_Resolve, _SomeDayBabyT, a fertility blogger, and many other infertility-related tweeters have created a buzz about making #infertility a trending topic on Twitter on Monday, April 26 in honor of National Infertility Awareness Week. Trending topics are the most tweeted about subjects in the Twittersphere on any particular day. For the infertility community to achieve this goal, we must collectively harness our resources. Here are a few suggestions to make this a reality:1) If your clinic or agency has a Twitter account, please tweet about #infertility using the # (hash mark) before infertility. Retreat other posts with #infertility within them. Share other important statements (in 140 characters or less) about #infertility during the course of the day.2) Ask your Twitter followers to do the same, following the same guidelines.3) Place signs in your reception area and front desk so patients know about the #infertility trending topic campaign. They can voluntarily decide if they want to tweet to their followers.4) Use your Facebook fan page and individual FB accounts to post this information.5) Mention the #infertility trending topic campaign on the home page of your Web site.6) Write a blog post about this by Monday.6) Email your professional contacts about how they can help spread the word.7) Forward this newsletter to whomever you think will tweet about #infertility on April 26!8) Distribute a press release on one of the free wire services about your participation in the campaign. This provides a link for Facebook and Twitter and helps with your overall search engine optimization.If you Don't Have a Twitter Account....It takes about five minutes to set-up. You can customize it to have the same look and feel as the rest of your branding. You can find initial followers by looking at who is following others like _Resolve, _TheAFA or _marketingmaven (that's me!). Publicize your Twitter handle on all your marketing materials and Web site and very quickly you will have the essential microblog at your disposal.It's Not Too Late for National Infertility Awareness WeekHopefully you have made plans for NIAW. If not, the RESOLVE Web site has great ideas -- both big and small. You will not only be raising much-needed awareness about infertility, but will be taking advantage of a great public relations opportunity for your clinic, agency or organization.

Rafflegate
big_ben_london_april_2006_016

Rafflegate: Infertility Marketing Gone Wild or Much Ado About NothingYet another infertility "scandal," but this time it's occurring across the pond and concerns those "ugly American" advertisers and infertility marketers! The brouhaha erupted after an American fertility clinic and its British partner organized a patient education seminar in London where they raffled a free egg donation cycle as a way to attract participants. The lucky winner would receive treatment in the United States rather than Great Britain, where there are long waiting lists for egg donors since it is illegal to compensate them for their time and effort under British law. According to one of its doctors, the American clinic had run similar raffles on U.S. soil for the last five years without any criticism or complaints. But hyperbolic headlines condemning the marketing practice blared in British and U.S. media outlets: IVF Clinic Raffles Human Eggs, Human Egg Raffle Gives Birth To Controversy Between U.S. Infertility Clinic and European Law. In addition, opinions are flying all over Facebook and the infertility blogosphere about what has become a sensitive subject. So has infertility marketing and the drive for ROI stooped to new levels, breaching good standards and, perhaps, skirting the law? A Cautionary Tale About PerceptionI don't purport to know the reality versus the hype behind the "Human Egg Raffle" scandal, also known as "Rafflegate;" I surmise those phrases were coined by the notoriously sensational British press. I also am not trying to debate the ethics of IVF raffles/scholarship contests, their merits as marketing techniques or be a Monday morning quarterback. But there is an important, teachable marketing moment we can learn from this situation: American clinics must thoroughly vet the social, cultural, ethical and legal implications of conducting a marketing campaign in another country. What plays in Peoria may not turn out so well in Paris. This American clinic's experience is a powerful example of how the media, public and authorities in another country may have entirely different perceptions of marketing infertility services than we do in the U.S., especially when they are not accustomed to it (the British have a national health service), and when using the marketing technique is considered flouting or mocking the law, though not breaking it. Though I do not represent it, I am sure this was not the clinic's intention. Even in the United States, health care marketing is a relatively new professional discipline that is often criticized. And let's not forget that the British press has a well-earned reputation for savoring the sensational. Flashback to the 1990'sIn 2010, IVF and donor egg cycle raffles are pretty much the norm in the United States. Clinics and nonprofit organizations often use them as promotional tools or as ways to serve their members and fund raise. Many families have been created as a result. Please read AFA Development Director Corey Whelan's very thoughtful blog post about a happy ending for one of the families who was a raffle winner, as well as her views about this issue. Personally, I've had a love/hate relationship with raffles ever since I first heard of a competitor holding one 10 years ago. My initial reaction was mixed; I was concerned it would be perceived as a gimmick that transformed infertility treatment into a commodity, such as a television or trip, but a small part of me wished I had thought of the idea first because I knew the lure of a free cycle for couples who were struggling to pay for treatment would be very compelling. Fast forward a decade and I had not really thought much about the ethics of raffles since. They have become commonplace and, save for the occasional critic, no one blinks at them. But recalling my initial thoughts on this marketing tactic, I can't say I am too surprised by the British reaction. Would a Raffle By Any Other Name Smell Just as Sweet?Though I don't necessarily subscribe to the notion of any publicity being good publicity, I don't think the American fertility clinic in question will suffer any irreparable public relations damage from this event. For most people, it's already yesterday's news. But the rest of the infertility field, especially those providers marketing to overseas patients, can take away some valuable lessons from this experience, one of which is that our actions in the infertility field -- including how we advertise and position our brand -- are highly scrutinized, making it difficult to stay under the radar. The second lesson is that each customer group is unique, deserving its own marketing plan and consideration. As always, I appreciate your thoughts on this issue. Please email me with your views.

Patient Seminars
No Frame

Fertility Patient Seminars: Dead or Alive?Patient seminars have long been a staple of many clinics' marketing plans -- for very good reasons. They are great ways to impart information and expertise to fertility consumers, plus they give potential patients the opportunity to meet the clinic's physicians and other staff members and, perhaps, tour the facilities. But some administrators and physicians consider patient seminars old school and are questioning if they are worth the investment.Has the Web Killed the Fertility Patient Meeting?Over the last several years, attendance has faltered at some seminars and many clinics have stopped holding them altogether. Has the Internet, with its proliferation of sites with infertility-focused information, negated the need for live, patient-oriented events? There are several good arguments supporting this. Fertility patients, already reticent about exposing themselves in public, can get all the information they need about their diagnosis and treatment options while relaxing in the privacy of their homes or offices, saving time and effort. Instead of attending a support group, they can form a community on a patient forum or discussion board. These and other options are available 24/7 from a variety of free, convenient, abundant and anonymous Internet sources. What Comes Around Goes AroundOn the other hand, the spot in front of a computer can be a very lonely place. Nothing can replace the feeling of camaraderie when meeting people who are experiencing the same issue or emotion. Patients can read a physician's biography on a Web site, but they are able to get a real sense of who the doctor is when they meet him or her in person. Although it is empowering to have so much infertility content on the Web, some people are overwhelmed by the sheer magnitude of information or they may never make it to your Web site. So don't write off the patient seminar as a holdover from the last century; rather, adjust your strategy to meet the changing times. Here are some tips to recalibrate patient seminars for now and in the future. It's All About the Patient1. This should be a given; it is all about the patient -- it is not about you or your practice. Focus on the problems and solutions the attendees are seeking. Allow time for each attendee to have a mini-consult with one of your physicians. Remember, people are not attending to learn about the subject of infertility; they are attending because they want to learn how your center's physicians can solve their individual fertility problem.2. Invest in a marketing strategy to build momentum and brand recognition. First, take the time to craft well-formulated content and structure for the seminar. Then develop a strategy to promote it. If you are planning a series of seminars or want to hold an annual conference, give your plan time to build awareness. Your second event will be more successful than the first and so on and so forth. 3. Use the Web and social media to your advantage. Promote your event on Facebook and Twitter. Consider advertising on Google, Facebook or some of the new infertility-focused Web sites. If your budget allows, don't forget some of the traditional media like radio.4. Mix up seminar topics and forums. Hold introductory seminars for people who are new to treatment, but also offer topics to attract more targeted groups, i.e., egg donation and surrogacy, the environmental affects of infertility, mind-body practices, secondary infertility, or gay family building. 5. Invite a guest speaker who will be a draw. Though you want the seminar to showcase your practice's own talents, sometimes a well-known outside speaker can be just what you need to build attendance and demonstrate how you put patients first. 6. Hold seminars at a variety of locations and/or get a co-sponsor. Try local hospitals, large physician practices, or wellness centers. Patronize hotels or conference centers near your satellite offices. Collaborate with your local chapter of RESOLVE, the American Fertility Association or other nonprofit and help them while you are helping your own practice and patients. 7. Provide a financial incentive. This will encourage attendance, especially in non-mandated states. Offer a drawing for a free mind-body workshop -- it does not need to be a free IVF cycle -- or another product or service that will help build excitement about the event.If You Can't Beat Them, Join Them: Produce a WebinarSince the Web is such a powerful tool, consider producing a webinar, especially if your marketing plan includes reaching out to potential patients outside your "normal" geographic area. Webinars have all the qualities that have made the Internet captivate a huge audience of fertility consumers. There is a learning curve to developing, coordinating and hosting them, but it will be well worth the effort.

80-20 Rule The 80/20 Rule: Are You Using It to Your Advantage?You've probably heard of the 80/20 rule, but are you using it advantageously in your marketing effortsIn the early 1900's, an Italian economist named Vilfredo Pareto formulated this concept from his observation that 80% of the land in Italy was owned by the wealthiest 20% of the population. Later he found he could apply this rule to many other aspects of life, including his passion for gardening. Since then his theory has made its way into business management principles as the 80/20 rule, i.e., 80% of business revenue comes from 20% of customers or 20% of books published yearly (the best seller list) generate 80% of total book revenues.In fact, once you start looking at life through the 80/20 prism, it's uncanny at how relevant and omnipresent it is. You'll be surprised at how many "best seller" lists you uncover! Applying the 80/20 Rule to the Infertility MarketplaceMost fertility providers can apply the 80/20 rule to their best advantage, especially as it applies to marketing. In reality, the rule is nothing more than a means to clarify the most profitable or successful aspects of your organization and to help you focus on further maximizing the potential they offer. It also can be a wake-up call for not putting all your eggs in one basket and to start diversifying referral sources. But don't obsess about mathematical accuracy. The 75/25 or the 60/40 rule can be as meaningful. Remember, its only a metaphor for streamlining your business and marketing operations. Let's start with a few examples of how this plays out.Referral SourcesOne of the most helpful applications of the 80/20 rule for your marketing efforts is in the evaluation of how patients learn about your services. If you consistently analyze these referral sources, you will probably discover that the majority of your patients come from a small percentage of categories, such as physician or patient referrals. Delving further, you also might determine that 20% of the physicians who refer account for 80% of the patients. Or if you conduct search engine marketing like Google pay-per-click, you might find that 20% of the keywords produce 80% of the clicks. Making the 80/20 Rule Work for Your Marketing PlanIf your practice has a marketing plan, you are probably using a variety of strategies and tactics to attract and retain patients. So if only a few types of referral sources bring in the bulk of your patients, should you bother using the rest or should you further concentrate your limited resources on the top players?The long and short answer is that you need to do both, but be realistic about the expectations and results. Here are a few points to consider:1) Smother your best customers in goodwill: Are you showering your best customers with the appreciation they deserve? It is easy to take a referral source for granted if it seems like they have always referred to your practice. But remember, the competition is probably lurking in the shadows watching for an opportunity to serve it better.2) Circumstances change: What if your best referral source could no longer refer to you because of a change in its parent hospital's affiliation or due to insurance carrier restrictions (if insurance coverage is applicable)? Have you cultivated other referral sources to make up for the current and future decline in patients? Have you established your brand sufficiently so patients self-refer or suggest your practice to their physician?3) Patients are an untapped resource: Most likely, current and former patients are referring patients without any prompting or request from you or your staff. They are happy that you have changed their lives, so they are spreading the word about their experience with your practice. But imagine if you consciously harnessed the power of the patient referral -- what I call WOMB, word-of-mouth business? Then you have established a marketing team that can help grow your practice.4) You still need to spend part of your budget on advertising and other tactics: Yes, I suggest that you employ the full arsenal of marketing tools as part of your plan. For most practices, physician and patient referrals are like the main courses of a meal. You still need and want dessert, however, so investing in your Web site, search engine marketing, patient seminars, social media and public relations are also necessary to establish brand awareness and bring in referrals.5) Referring physicians and patients also respond to advertising and branding efforts: You understand how long it can take some patients to finally feel ready to start infertility treatment. This is why reinforcement from a variety of sources is crucial to a successful integrated marketing plan. It will help spur patients to take the action they need to resolve their infertility. So unless you ask patients in your surveys about the variety of ways they heard about you, you might not realize that it took many "references" before they made the first appointment. These references could have been their OB/GYN, their best friend's neighbor, the post they read on a discussion board, and the radio ad they heard on the way home from work. A synergistic, integrated marketing plan is a beautiful thing -- at least to marketing mavens.Have Fun with the 80/20 RuleSo take some time to look at the world and your marketing practices with the 80/20 rule. It's a fun exercise that will have beneficial and tangible results.
80-20-rule-4

To Baby or Not to Baby To Baby or Not to Baby: That is the QuestionMost fertility clinics have grappled with this question. Should they use a photo of a baby in an advertisement, brochure or their Web site? Though many clinics regularly use babies as part of their marketing campaigns, others feel the sight of a baby is a painful experience for many of their potential patients -- an excruciating reminder of a long sought yet unattainable dream. Traditionally, marketing focuses on the needs and desires of the customer. Since fertility patients/customers depend on you to help them fulfill their dreams of parenthood, it seems only natural they would feel good about seeing a photo of a baby. If you are buying a sofa, you want to see photos of a beautiful sofa, right? So does the same logic apply to fertility services?Marketing research conducted by the fertility pharmaceutical industry has demonstrated that potential patients are fairly evenly divided on whether they view baby photographs as hopeful or hurtful. This split decision illustrates the challenge of fertility marketing specialists to evoke success without offending potential clients who already have undergone so much stress and turmoil.For your clinic, the most important response to this dilemma will come from your patients. There is no right or wrong answer because this is an evolving question with evolving answers. What is the response from your advertisements when you use photos of babies? Have you received positive or negative comments?Patients newer to fertility treatment probably react more positively to babies because they have not undergone as much "failure" as patients who already have been through several unsuccessful IVF cycles. Can you produce a creative and hopeful ad without using photos of babies or have you thought of using complementary ads, with and without babies, with similar branding? There are many approaches to this issue; your marketing efforts must reflect the philosophy appropriate to your clinic.
foot

Resources

Fertility & Marketing Resources

55 Glen St. Rowley, MA 01969

Download Case Studies (Adobe PDF)Terri has an insider’s knowledge about the infertility field because of her vast experience and unique insight from having worked at several fertility clinics.... Yet she also has the overall polished marketing communications skill set that I would seek for any other type of marketing or public relations project. She has been able to fi nd me the right vehicles to promote my books and consulting services.Blog

Home

About Us

Success Stories

Services

Wisdom from the Maven